Today’s global pop superstar Dua Lipa has joined the PUMA family and will be the newest face of the company’s women’s business. Dua will collaborate with the global sports brand to help inspire women around the world, not just by being featured in global campaigns, but through important inclusive initiatives close to her heart.
“I am so excited to announce my partnership with PUMA,” said Dua Lipa. “From performance rehearsals to hiking in the hills, it’s important to feel comfortable & look good. I’ve got so many ideas for the projects and campaigns I’ll be taking part in and look forward to bringing them all to life with my PUMA family.”
Dua Lipa and PUMA share the same values of being determined, confident, joyful, and brave. Dua is not only a powerful influence for millions of young women, but she has also been an advocate to raise awareness around women’s issues and gender equality. This is why in 2021 she will be the headliner of PUMA’s “She Moves Us” campaign, focusing on inspiring women who move together to achieve and connect through sport and culture.
“We are thrilled to welcome Dua to our family”, said Adam Petrick, PUMA’s Global Director of Brand and Marketing. “We were drawn towards her creativity, passion, drive, and the way in which she resonates with the young female consumer. But most importantly, we were moved by her authentic passion to close the gender gap and look forward to supporting her through several brand initiatives we have planned together. We think she embodies what today’s consumer is looking for in a role model.”
On the heels of announcing her new partnership with PUMA, Dua Lipa is already wearing some of the brand’s classic kicks. Dua sported the PUMA Suede, paired with a stylish look, during her “Studio 2054” show.
Dancers wore a mix of classic PUMA footwear, like the Suede, and apparel during the performance as well. Dua was also seen wearing pieces of PUMA footwear like the RS-X during rehearsals. Her “Studio 2054” performance gave viewers the chance to stream her show at home, as she performed live from a warehouse in the UK. She sang a number of her most popular songs alongside a slew of guest performers, including Kylie Minogue, Elton John, FKA twigs, Bad Bunny, Miley Cyrus, and more. The show had a record-breaking 5 million views, surpassing previous streaming numbers of any other artist.